Nigel Geach Sports Marketing Surveys (Research)
Nigel Geach is a Director of Sports Marketing Surveys, the International Sports Market Research Company, responsible for the marketing and sales side of the business on a worldwide basis. Having been involved with Sports Marketing Surveys for over 20 years, he has seen the steady growth of the area of sponsorship evaluation as being a fundamental part of sponsorship activity.
Previous to Sports Marketing Surveys, he worked in the UK and America with multinational companies in the consumer durable industry after graduating in Business Management. Nigel has been involved in sponsorship research since 1986 and has seen the massive growth of televised sport throughout the world. For ESA, Nigel will bring depth of knowledge and commitment to the Board utilising a wealth of experience of people and techniques.
- In the beginning, I wish to thank you for answering my questions. How have you come to sports marketing?
- In 1984, a small number of my colleagues joined together to put together a market research company to provide data to the Sports Industry. The company now is 300 people and has 18 offices around the World.
- In some articles I approved, that sports marketing is an especial thing which considerably differs from marketing in other branches. Sports marketing - Is it really specific kind of activity or it is also the same marketing, but simply works with sports? In other words, are there in sports marketing any features inherent only in it one?
- Sports Marketing is different to other marketing – it has a high degree of passion, and also has different target markets in different sports, making it a different marketing proportion in every sport.
- Your agency successfully works 20 years on the market. Can tell, how it was started? You have offices on several continents. Does sports marketing works different in the various countries?
- Having offices in different countries does make a difference. For example in Japan, companies want to make sure that any sponsorship or sports marketing is discussed and researched before they start and generally speaking the sponsorships/marketing platforms carry on for many years.
- You work with many well-known organizations and trade marks. How does your cooperation usually begin?
- We have built up a very strong client list over the years and work for many major brands – we contact the major brands and organisations when they announce their sports events and sponsorships to tell them that we have data to help them.
- So, what it the value of economic impact studies at work with sports event? How do you use results?
- Economic impact as a result of sporting events is very important to the region that is hosting the event. They worry that this data is used to show how much additional benefit this sporting event has brought to the country such as hotels, restaurants etc. This information is used in turn to help bidding cities for events to convince the local government.
- Will you make any marketing actions on Olympiad in Pekin?
- We have not yet completed our Beijing programme and hope to do so in the next few weeks.
- How do you think, is Olympiad in Sochi really unusual? Are you going to cooperate with its organizers?
- The Olympiad in Sochi is very interesting as it appears that there will be a great deal of interest in this former Soviet area – it is billed as the most technological sporting event in Russia.
- Tell, is Russia interesting market for sports marketing, for sponsoring events?
- Russia is an important sports marketing market as it is a growing nation in sports and for the most part the market there is expanding.
- Are there any successes of which you are really proud?
- Our business has been successful over the years working for some of the best brands so this is very pleasing.
- Today sports marketing still starting to develop in Russia, nevertheless, many people would like to work and earn in this sphere. Can you advise them something? How is it better to begin? Where?
- Any new emerging market such as Russia has to ensure that the events are well organised, interest is high amongst the population and then good sponsorship will follow. There will then be good opportunities for employment with the organisers of events, sponsors and TV channels.
P.S. Спасибо Clare Morgan за сотрудничество! :)
1 комментарий:
Понятно, что ничего не понятно :)
Я к сожалению не знаю английского :(
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